公共危机信息来源及叙述方式对公众风险感知和防护行为影响——基于突发公共卫生事件的实验研究

The Influence of Public Crisis Information Source and Narrative Methods on Public Risk Perception and Protective Behavior——An Experimental Research Based on Public Health Emergencies

[目的/意义]探究不同类型公共危机信息对公众风险感知和防护行为的影响,对于信息发布方采取针对性宣传动员策略至关重要。本文站在公众视角,基于精细加工可能性模型,探究公共危机信息来源、叙述方式以及二者交互对公众风险感知和防护行为的影响,对于提升信息劝说效果和公众防护行为遵从具有重要意义。[方法/过程]本研究设计了2*2的随机对照前后测实验进行检验。[结果/结论]结果表明:①危机信息叙述方式对公众风险感知和防护行为具有显著正向影响,其中数据型比叙事型更有说服力;②危机信息来源仅对公众风险感知具有显著正向影响,其中官方来源比非官方来源更具有说服力;③信息来源与叙述方式的交互作用对公众风险感知和防护行为具有显著正向影响;④公众风险感知对危机信息来源、叙述方式和防护行为的关系起正向中介作用。据此,本研究提出巧用叙述方式、搭建信源合作矩阵、合理引导风险感知等建议,助推公众采取防护行为。

[Purpose/Significance]Exploring the impact of different types of public crisis information on the public s risk perception and protective behaviour is crucial to the adoption of targeted communication and mobilisation strategies by information publishers.This study investigates the effects of public crisis information sources,narratives and their interaction on public risk perception and protective behaviour from the public s perspective based on an Elaboration Likelihood Model,which is important for improving the effectiveness of information persuasion and public compliance with protective behaviour.[Method/Process]A 22 randomised controlled pre and post test experiment was designed to test this study.[Results/Conclusions]The results show that:(1)The narrative method of crisis information has a positively significant impact on the public s risk perception and protective behavior,and the data-based method is more convincing than the narrative method.(2)Crisis information sources only have a positively significant impact on public risk perception,and crisis information from official sources is more persuasive than that from unofficial sources.(3)The interaction of information sources and narrative style has a significant positive effect on public risk perception and protective behaviour.(4)Public risk perception plays a positive mediating role in the relationship between crisis information sources,narrative methods and protective behaviors.Accordingly,to promote the public s protective behavior,we propose to use narrative methods in a suitable way,build a cooperative matrix of sources,and guide risk perception reasonably.